Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Advances in Economics, Management and Political Sciences
Series Vol. 78 , 18 April 2024
Open
Access | Article
A Deep Analysis of Live-Stream Marketing in Douyin from China
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Abstract
In contrast to previous times, social media has profoundly transformed various elements of the world, such as the methods of conducting business and disseminating information. Given the emergence of this new trend, it is imperative that we acquire knowledge and develop a more profound understanding of this transformative shift. This study seeks to describe and analyze various phenomena and statistics pertaining to the unique trend of live-streaming e-commerce as a thriving business model. By employing a rigorous analysis and data presentation approach, we investigate the underlying operational principles that elucidate the functioning of live streaming. Additionally, the paper examines the consumer preferences and characteristics (such as price, product features, age, gender, and geographic location) that manifest in their behaviors on the Douyin platform. Finally, the results and efficacy of the live stream on Douyin are assessed using several parameters, namely revenue, sales, and exposure. The findings indicate that the primary audience for live streaming consists of middle-aged females, predominantly located in Guangdong, Jiangsu, and Henan provinces. Despite the subpar quality, these consumers exhibit a preference for inexpensive products. Further analysis reveals that live streaming yields significant profitability and extensive product exposure, although with a lower conversion rate (CVR) compared to traditional marketing methods.
Keywords
Douyin, Live-streaming, Marketing, Consumers, E-Commerce
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-379-1
- ISBN (Online)
- 978-1-83558-380-7
- Published Date
- 18 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/78/20241847
- Copyright
- 18 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited